by Chris Macrae (Author)
A rulebook and practical catalogue for global branding featuring distinguished proven successes and failures. It reveals that insiders' rules on semi-global brands are simple, and why marketing's biggest opportunities and risks turn on decisions which can seem to be minor.
Format: Paperback
Pages: 196
Edition: 1
Publisher: Addison Wesley
Published: 29 Apr 1991
ISBN 10: 0201544075
ISBN 13: 9780201544077
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